In a major thrust to reach out to the hitherto untapped Indian consumers, Andhra Bank has announced the launch of the mass market MasterCard electronic card programme in India, according to an official press release.

Specifically targeted at the first time users of payment cards, the Andhra Bank MasterCard electronic card offers the flexibility and convenience of a payment programme that is fast, safe and efficient while helping consumers have better credit control, the release said.

Launched for the first time in the country by MasterCard International in 1999, MasterCard electronic has been designed keeping in mind the unique requirements of consumers and member banks in India, while promoting the acceptance of electronic payment mechanisms in the country, the release said.

Valid in India, the Andhra Bank MasterCard electronic card has been designed to work at all acceptance locations in the country that have an electronic point of sale authorisation terminal and display the MasterCard electronic brand mark, and at all MasterCard/ Maestro/Cirrus automatic teller machines (ATMs).

The key features of this card programme include 100 per cent electronic authorisation (transactions have to be card read via an electronic terminal), a non- embossed card and signature-based cardholder verification, according to the release.